THE BRIEF
Sue Ryder briefed Casual Films to generate an ATL campaign, hero film and experiential activation to launch their online community and support group for people dealing with end-of-life care.
THE IDEA
The idea was to create a character that mirrored Sue Ryder’s blue, thread-like logo to get people to empathise with someone who is grieving or in need of end-of-life care.
The online support group was intended to be the ‘Connecting Thread’ for these people in their time of need.
This experiential idea was to install a giant ball of wool in London Victoria station for a day and get people to attach their ‘Connecting Threads’ of advice and shared experiences of grief.
